January 11, 2022

How To Build A Successful B2B Buyer Persona Template

People are becoming more and more customer-centric, which is a trend that shows no signs of slowing down. Nowadays, you can’t even begin to consider starting up a new business without considering the type of buyer you’re trying to attract. This article shows how to create a B2B buyer persona template and how your business can use this for its marketing campaigns.

B2B buyers have become more demanding and sophisticated. The buyer persona is crucial for any B2B product or service provider. 

It’s an important part of the sales process that makes the difference between success and failure. The B2B buyer persona template provides an overview of what a buyer persona should look like to provide effective customer acquisition.


What Are The Typical Audiences?

Before we understand how to create a B2B buyer persona template. let’s understand the typical audiences. 

They can be classified in three categories: B2B buyers, C-level executives and end users. These groups have different needs and expectations when it comes to data visualization tools. 

Let’s take a look at each one individually with some examples of how they use data visualizations in their daily workflows: 


1. B2B buyers: They are the ones who make all of the purchasing decisions. They need to be able to understand a large amount of data in order for them to make an informed decision and they don’t have time or resources for extensive research on their own. 

Therefore, it is important that you create visualizations that can quickly convey information about your product/service without overwhelming them with too much detail at once so they can decide which one suits their needs best. 

It is also crucial not only to keep up with new trends but also anticipate what will be popular in future by analyzing how customers are using your products/services.


2. C-level executives: They have a lot of responsibilities and they usually don’t have the time to spend hours on data analysis. 

Therefore, it is important that you create visualizations that can provide them with quick information about how your product will be used by various audiences so they can make an informed decision based on real user feedback instead of relying solely on their intuition or gut feeling when making purchasing decisions. 

It is also crucial not only to keep up with new trends but also anticipate what will be popular in future by analyzing how customers are using your products /services.


3. End users: They are the ones who will actually use your product/service and they have a lot of questions that you need to answer for them in order to make an informed decision about it. 

It is important not only to keep up with new trends but also anticipate what will be popular in future by analyzing how customers are using your products/services as well as through user research, surveys or focus groups conducted on their behalf. 

The main purpose of creating visualizations is to help your customers make an informed decision about the product/service you are selling. Therefore, it is crucial that you create them in a way that will be easy for them to comprehend and understand.


The Dimensions Of A B2B Buyer Persona

Understanding the dimensions of B2B buyers is a crucial step in creating a B2B buyer persona template. As an eCommerce company, we often think about the different ways that customers find us and how they interact with our site. 

But there are many other factors at play when it comes to a customer’s decision making process.  In order for you to effectively understand your buyer persona — whether it be in-person or online — you need to consider the dimensions.

These three areas can help guide your business decisions going forward as well as provide insight into why certain products sell better than others on your site.

 

1. Demographics- Demographic information is the most basic aspect of a buyer persona, and it can be broken down into three main areas: age, gender and marital status. 

Age  is one of the most obvious factors to consider when trying to define your customer base as well as determine which products will sell best on your site. 

Understanding what ages people are buying things online means that you can tailor marketing efforts towards those audiences in order for them to see an increase in sales while also helping you understand how they shop online or offline.

For example , if 30% of users who purchase from Amazon are between the ages of 18 and 34, you can use that information to determine which products to feature in your marketing efforts.

 

2. Gender-  can also be a useful tool when trying to understand how people may behave online or offline. 

For example , if women are more likely than men to search for "shoes" on Google, then it is important for you as an eCommerce company who sells shoes online that you include this product category in your site's navigation. 

If all of these demographics are taken into account before planning out any kind of marketing campaign, then there will be no confusion about what products are most likely to sell.

 

3. Psychographics- Psychographic information is a little bit more complex than demographics, but it can still be broken down into three main areas: age range, marital status and income level. 

Age Range  is the first of these psychographic factors that you should consider when trying to understand how people may behave online or offline.

For example , if users in their 20s make up 80% of your site's visitors then you know that this demographic is going to have an impact on which products will sell best for your company as well as what features they will want on your site. 

 

4. Awareness- Awareness is a great way of understanding how people may behave online or offline , especially when it comes to eCommerce. 

For example , if your site has over 1 million visitors every month but only 10% of those users have registered with your company's email list, then it is obvious that most potential customers do not even know about your brand yet. 

This means that you need some sort of awareness campaign to get the word out about your company and products.

 

5. Bounce Rate: Bounce rate is another important factor in understanding how people may behave online or offline. 

For example , if users who visit your site are only browsing for a few minutes before leaving, then you know that they probably do not have much interest in purchasing any goods from you at all. 

This means that it will be harder than usual to make sales as many of these visitors simply leave without making a purchase whatsoever. 

If most of your customers are bouncing after visiting less than 3 pages on average (the bounce threshold), then you know that your site is not user-friendly enough and will most likely have a lower bounce rate.

 

6. Conversion Rate: Conversion rate is yet another important factor in understanding how people may behave online or offline.

For example , if the average conversion from visit to purchase on your website only happens after 3 pages, then it means that most of these visitors are simply browsing around for information about products and services before leaving. 

This means that it will be harder than usual to make sales as many of these customers do not even intend to buy anything at all. If you want more detailed information about this , then you can read more about conversion rate here .

How To Create B2B Buyer Persona Template

The process of creating these personas is quite simple but it takes some time because there’s no way around finding out what type of people buy certain things.

 

Step 1- The first step when you want to create b2b buyer persona templates should be identifying all possible types of bidders on different platforms such as social media, search engines and other websites. 

You can use a combination of free tools to find out who your bidders are such as Google Adwords Keyword Planner , SocialMention or SimilarWeb

However you should be careful when using these kinds of tools because they may not return all the possible buyer personas that exist on different platforms so it’s best for you to create them yourself if possible.

 

Step 2- Once you have identified all types of buyers, now comes the challenging part where each one will need their own persona template based on which type they fall under. 

It’s easy to make a buyer persona template for buyers who buy from you as well as those who don’t. However it can be difficult if the person is not buying from your company but rather another one and therefore they won't have an interest in what you are selling.

 

Step 3- The best way to create b2b buyer persona templates should be based on how people use social media platforms such as LinkedIn , Facebook or Twitter. 

This gives us more information about their interests, hobbies and lifestyle which helps us in creating thematic buyer personas that will appeal to different types of potential customers. 


Best Resources To Find B2b Buyers Persona Template

B2B buyers are a powerful force to be reckoned with. They can drive sales, but also cause inefficiencies and bottlenecks within the supply chain. To find the best resources for B2B buyers' personal templates, let’s check out the list of what we found on the internet. 

 

1). Manceppo- The first resource we found is a downloadable PDF file that contains the list of questions to ask your potential customers in order to identify their needs and wants. 

It's free for use but requires registration on the website where it can be downloaded or printed out as needed.  

 

2). B2B marketing- We found another downloadable template that is available in Word format. It contains the same information as the previous resource but it's not free to use, you'll have to register on their website.

3) Luciditybranding - This third resource we found was also available in Pdf format but with some differences from other resources we've reviewed so far: The questions are much more detailed and thorough.

The template is in a PDF format, which makes it easy to print out copies of the document.

 

4) Hubspot- This fourth resource we found is from hubspot and has a set of 6 templates available. It will help you to easily organize your audience segment and make your marketing stronger.

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Himangi Lohar

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